Dior, The Renowned Global Fashion Business Giant, Reopens The Iconic 30 Montaigne Paris

Dior recently announced the reopening of 30 Montaigne, the legendary land of dreams that has been redesigned after a two-year refurbishment.

For seventy-five years, the iconic hôtel particulier has brought Christian Dior's designs to life, becoming the epitome of Parisian elegance and French haute couture. 

The historic birthplace of the groundbreaking New Look has turned into a one-of-a-kind location unlike any other in the world: the hub of all possibilities, now spanning over 10,000 square metres. A remarkable "refuge of the miraculous," in Monsieur Dior's words.

After a two-year restoration, the renowned fashion business reopened its Paris flagship at 30 Avenue Montaigne on 6 March 2022. 

This unmistakable effort aims to establish a Dior-esque environment conducive to the continuation and expansion of the Maison's essence and tradition.

For 75 years, the iconic hôtel particulier has been the setting for the Maison's creations, which have come to define Parisian elegance and French haute couture. The flagship, which spans more than 10,000 square metres, has been converted into a spectacle and "refuge of the marvellous," as Monsieur Christian Dior put it on the fashion house's website.

30 MONTAIGNE'S ORIGINS

Christian Dior succumbed to the hôtel particulier's allure and opened his house of Dior there on December 15, 1946: a beautifully understated setting selected for its position, modest dimensions, and neoclassical façade.

The project's architect, Peter Marino, employed more than a hundred materials, ranging from cerused oaks and white stucco textures to custom-embroidered silks. Marino also infused the rooms with unique artworks, including a suspended installation by Paul Cocksedge in the store's entry rotunda and a 26-foot rose sculpture by Isa Genzken in the boutique's centre.

The long-awaited renovation, dubbed "the famous world of dreams," now includes a gallery space, three landscaped gardens, the Monsieur Dior restaurant and pastry café, as well as a high-end jewellery section where guests may create their own creations.

The opulent structure aims to reinvent the flagship retail experience, particularly with the in-store guest residence La Suite Dior. 

Guests may stay overnight in the ancient property, which provides them with unique access to the full of 30 Montaigne and personalised activities. On request, tours of the Haute Joaillerie ateliers, exclusive shopping events in the store, and calm cocktail parties in the Salon Historique may be organised.

To commemorate the launch, the flagship will include limited-edition goods, including box sets devoted to the Lady Dior, Dior Caro, 30 Montaigne, and Saddle purses. Each package has four embroidered small bags.

La Galerie de Dior is the world's biggest permanent fashion display venue, housed in a private mansion. Olivier Flaviano, the previous director of the Yves Saint Laurent Museum, is its director. 

Nathalie Crinière, who conceptualised Dior's 70th anniversary exhibition at the Musée des Arts Décoratifs in 2017, designed the gallery's set.

The gallery, which spans over 21,500 square feet and is divided into thirteen themed areas, is organised around a scenographic storey and comprises looks, original drawings, and archive documents. Additionally, there will be accessories and one-of-a-kind items on display for the first time.

Visitors will depart the exhibition through a spiral staircase decorated with 1,874 color-coded pieces, including 452 tiny outfits and 1,422 3D-printed things, including replicas of the Saddle and Lady Dior purses.